Nike
’Philly’ Dunk Launch
Brief: In partnership with Nike-affiliates, support the launch of the Nike Dunk Low ‘Philly’ to build energy for the marketplace release through content, seeding, and retail.
Insight: Philadelphia is made up of tight-knit communities. They’re loyal to their people and take pride in their roots. There’s a definite collective pride for Philly, but for Philadelphians, community comes first.
Execution: Develop a multi-part go-to-market launch campaign that solidifies the Philly Dunk as a badge of honor for Philadelphians by bringing together Philly’s subcultures to celebrate the city’s rich diversity and champion a sense of local pride.
Narrative: “City of Neighborhoods”
Teaser
We teased the product release with seeding and teaser stunts that connected the product with elements of popular Philly culture.
Launch day
Our content campaign and launch efforts drove traffic to both Nike-affiliate stores on launch day to sell out the pair completely.
Content
Social content was leveraged to tie the Philly Dunk intrinsically to Philadelphia culture and the city of Neighborhoods. Social and SNKRS content served as a bridge to sustain energy In between the local and SNKRS launches.
“City of Neighborhoods Campaign Content
